Less than a month after Condé Nast announced its plans to turn Style.com into an e-commerce destination, and move the runway galleries and reviews that made it an essential industry resource under the Vogue umbrella, longtime Style.com EIC Dirk Standen has made the intra-Condé jump to W. Starting Monday, he's taken up the role of digital creative director under Editor in Chief Stefano Tonchi, for which he'll be overseeing online strategy — fitting, given that Style.com used to be the online home to both Vogue and W.
And it's a good thing someone with a strong digital background is leading up W's online operations, if you look at how W stands relative to its competition at the moment. According to the Internet analytics company Comscore, Elle.com brought in 5.4 million visitors in April and Vogue.com garnered 2.5 million. Style.com, 1 million. And W?
"Unfortunately we don’t have any data on W Magazine, as their site doesn’t meet our minimum reporting requirements," a spokesperson for Comscore wrote by email.
Clearly, Standen has his work cut out for him. A rep for W didn't immediately respond to request for comment on whether the magazine will be bulking up its online team further.